1 in 5 couples would bury a sausage to guarantee sunshine, while more than a third are open to hiring an Etsy witch for their big day. Nearly two-thirds are happy to break classic etiquette rules, and half of Brits believe a thoughtful, personalised card is just as meaningful as the wedding gift itself.
For decades, British weddings have followed a well-known rulebook of etiquette, from formal seating plans to three-tier cakes. New research from Moonpig, the UK’s leading online greeting card and gift retailer, reveals that the nation is moving away from these traditions in favour of highly personal and often quirky rituals.
The study of 1,500 Brits reveals that authenticity is winning over tradition. 6 in 10 (59%) believe a wedding should be a true reflection of the couple’s personalities, even if it means breaking classic etiquette.
To make their day feel truly unique, many are turning to unconventional superstitions and spiritual services, while also reimagining the roles of their loved ones. More than a quarter (27%) would consider having their grandparents serve as flower girls or ushers, suggesting that modern rituals are increasingly about family connection rather than formal etiquette.
These figures represent the percentage of respondents who said they have done this or would consider doing this for their wedding.
- Instant cameras for guests to take photos and write messages: 53%
- Banning guests from using phones during the ceremony: 40%
- Replacing traditional cake with cheese towers, macarons, or cupcakes: 40%
- A dress reveal to the bridal party or partner before the ceremony: 33%
- Using vintage phones for voice messages: 30%
- Choreographed dance with wedding party: 30%
- Grandparents as flower girls or ushers: 27%
- Burying a sausage for good weather: 22%
- Hiring an Etsy witch or similar spiritualist for blessing rituals: 39%
Traditions surrounding the wedding cake are also being reimagined, with 40% of couples choosing to replace the classic fruitcake with cheese towers, macarons, or cupcakes, while 53% said they would invest in instant cameras for guests to capture candid moments and write messages.
As couples scale back on classic must-haves, they are redirecting their wedding budgets towards services that prioritise personalisation. These figures represent the percentage of respondents who would consider these services for their wedding.
- Personalised stationery: 75%
- Custom wedding website: 66%
- Wedding planner: 62%
- Proposal boxes: 60%
- Live event professionals (e.g. painter or magician): 56%
- Bespoke wedding scent: 54%
- Wedding content creator: 53%
- Professional choreographer: 51%
- Bespoke crystals or sage cleansing: 47%
- Spiritual services (like Etsy witch): 39%
Personalised stationery is the top priority for three quarters of couples, followed by custom wedding websites and professional wedding planners. To capture the vibe of the day, more than half said they would hire live event professionals such as painters or magicians, as well as wedding content creators, while others are looking for sensory touches such as bespoke wedding scents. For those seeking a spiritual element, nearly half would consider bespoke crystals or sage cleansing.
The financial and social norms surrounding weddings are also evolving. More than two-thirds (68%) of Brits no longer think it is the parents’ responsibility to pay for the wedding, while 51% see asking a partner’s parents for permission to propose as an outdated requirement. Traditional gender roles are also shifting, with 51% believing it is unnecessary for a bride to change her last name, and 55% saying a classic white dress is no longer essential.
Changes to the ceremony are also shaping guest etiquette. More than half (51%) of Brits believe it is bad etiquette for a guest to post a photo of the couple on social media before the newlyweds have shared their own. Gifting is also becoming more practical and sentimental, with nearly half (48%) approving of cash requests over gift registries, while 50% believe a thoughtful, personalised card means just as much as the gift itself.
Moonpig’s Kristof Fahy comments: “As a nation, we are seeing a significant shift in how people are approaching their wedding days. Couples are no longer bound by a traditional rulebook and instead, they are choosing to celebrate in a way that feels authentic to them.”
“What’s heartening to see is that as we see classic wedding traditions become less expected, they are becoming replaced by gestures that prioritise genuine connection. Whether this involves quirky rituals like burying a sausage, investing in a live painter, or simply swapping a gift for a heartfelt card, the focus has moved from perfection to personality.”
The survey was carried out by Censuswide between 12th and 14th August 2026, with 1,500 UK respondents aged 18 and over. For more information, visit the Moonpig website.